Category Head - Beverages Division - FMCG

Head the marketing function for beverages division

- Build business/marketing strategy to drive topline growths profitably (With P&L responsibility)

- Co-create the business & marketing strategy basis business objectives in line with industry trends to build a targeted approach basis markets & channels

- Generated consumer insights & developed creatives for milkshakes to build awareness

- Brand activations (Targeted Sampling across Schools, Colleges, E-Commerce Portals, MT Outlets) to acquire consumers at the relevant point of sale

- New product launch, basis concept test, using process groups & blind fold studies to finalize products, proof of concept & piloting thereby creating a GTM

- Digital marketing to build awareness using social media by creating VoXPOP, DIY & Crowd sourced videos, Influencer marketing to increase the digital traffic for the company

- Supported distribution expansion by 1.3X via tactical trade inputs and sustaining sell outs through BTL activations and new product launches

- Bi-annual JBP discussions with MT/E-Commerce Chains- Creating a brand-pack-geography strategy for B2B channels for passive distribution while driving B2C and grocery channels by building awareness and consumer activations

- Building business profitability via Zero base budgeting to identify cost reduction initiatives and leading the CFT to deliver a 300bps improvement in contribution to overall P&L